The Case for Niching
Learning that the old advice about people finding you through directories is no longer relevant has been a little horrifying. The new advice is to promote yourself by identifying and speaking directly to a specific population. The purpose is to appear unique in an increasingly competitive market. On the surface, this seems like sound advice for both clinical and marketing reasons. Clinically, niching could support professional identity formation. Selecting a particular area of focus allows clinicians to deepen expertise. Branding compels clinicians to clearly articulate their interests, what informs them and how they practice. Having a clearly articulated niche may also support recognition for potential clients. People seeking therapy may feel isolated and misunderstood. So, a clinician speak directly to their experience could help them feel seen. Niching could also allow clinicians to develop predictable referral sources.
Questions Behind the Advice
All that sounds great, but I am left with some questions. What happens when we categorize ourselves and potential clients? Is it even possible? When we categorize ourselves based on market logic, are we complicit in our own commodification? Do we ignore the complexity of life and relationships by assuming that an identity or diagnosis is enough to ensure goodness of fit? Alternatively, does generalist practice invite scope creep?
Specialization Without Defintion
What I am sure of is, change is the only constant and whatever we repeat shapes reality. So, for me the middle path is specialization. When a particular area of clinical practice interests me, I focus on it deeply and broadly, without letting it define my practice. I have extensive training and practice intervening in trauma with children and teens. This also involves addressing mood, anxiety and stressor-related disorders. Since youth live in families, I also study and practice parenting interventions. The skills and knowledge I’ve acquired through this are applicable to other populations. For example, childhood trauma impacts identity formation. Understanding that has helped me support men navigating gender role conflict.
All of that said, my directory listings are pretty generic. I still haven’t figured out a marketing strategy that is congruent with my values and practices. I hope to be known for my relational approach to evidence-based practice.
